6 Secrets Every Painter Should Learn about Web Marketing
Fast ahead to 2005 within the residential painting trade when “simply be there and prospects will come” was the marketing technique of most residential painters. Many painters had web sites, most didn’t. The web sites that most painters did have had been basic in nature and could be laughed at at the moment. Initially solely a handful of painters made the leap into Web marketing.
Today Web marketing is all anybody actually talks about. Whenever you want advice you doubtless turn to the web. Once i trendy shirt began speaking to painters about advertising and marketing on-line, painters were telling me the web did not fit their local enterprise or it didn’t apply to painting.
The first point of this text is to clear up the most common myths and misunderstandings I hear as I speak to painting contractors on the topic of marketing…especially Web advertising.
Secret #1: Never Measure Results By Monitoring Cost Per Lead/Click on.
Warning: to really teach this part properly, it requires that I be trustworthy sufficient that it’s going to possible make me unpopular among certain crowds…but that is nice since my purpose is to coach you, the residential painter.
One of the pricey beliefs is that you need to measure your web advertising and marketing success by focusing on Cost-Per-Lead. Price-Per-Lead is calculated by taking your whole funding in your marketing marketing campaign and dividing it by the variety of leads. In case your Web marketing company brags about how low your price per lead is, you should consider whether they have your best curiosity at coronary heart. Here’s why: leads aren’t value anything to you. Leads do not rent you to paint their dwelling, clients do. Which would you quite have of the comply with two situations? #1: An insanely low Price-Per-Lead generating 5 clients from 25 leads, who common $one thousand in services, or…#2 A Cost-Per-Lead triple that of #1 that generates 15 prospects from 25 leads, who in turn average $3500 in companies? Price-Per-Lead is one very small piece of the equation.
Here’s an ugly truth: most Web advertising and marketing firms take 15% of your Pay per click (PPC) budget as part of their charge. The extra you spend on PPC, the more money some Internet advertising corporations make. They have little incentive to evaluate extra beneficial metrics.
PPC campaigns are set up by bidding on key phrases and key phrases. In our trade, you positively wish to bid on “home painting “. It’s clever to bid on many, many keywords and different phrases as customers use completely different search patterns.
This is where many painters are getting ripped off by their Web advertising and marketing agency. That click talked about in the earlier paragraph is counted as a lead in most tracking techniques. Since residential painting is such a localized market, it is a waste to bid on key phrases and phrases that aren’t in your real target market. You can see how easy it’s for an Web marketing firm to inform you your price per lead is great, asking you to extend your PPC funds and add 15% to their bottom line.
Fortunately, this drawback is well solved by focusing on a very powerful advertising and marketing tracking metric of all time: Cost PER Consumer ACQUISITION. Shoppers pay you money, leads don’t. As long as your price per shopper acquisition stays acceptable, it’s fine to extend your PPC budget.
Secret #2: It Does not Take Ceaselessly To Get on the primary Web page of Google.
You’ll be able to have your company listed in two locations on the first pages of main search engines like google as fast as a couple days and certainly within a pair weeks. The two, very visible and effective areas you could be on quickly are the local maps (Google Locations) and the Ppc (PPC) portion of the search results web page.
Your Google Places listing, shall be positioned as a push-pin marker in the map you see whenever you search regionally. This is the prime search engine actual property and gets a whole lot of traffic since Google has become the default search engine. It is FREE! Google would not cost something for that itemizing, although this may not be FREE for lengthy, so I counsel you benefit from that if you haven’t.
The second space you may be listed on the primary page of Google is within the PPC sections, on the very top and proper of the page called “Sponsored Links”. Most painters know what PPC is and, if your advertising firm is aware of what they’re doing, it ought to take days, not weeks to get you listed and receiving clients from PPC. You may lose a small fortune for those who try organising a PPC marketing campaign with out figuring out what you are doing. Anyone that does their very own PPC campaign is likely losing at the least as a lot money as it would cost to rent a firm that is aware of what they’re doing.
The third space which should also be targeted on is known as Natural or Natural Search engine optimization, an space that does take time. In some markets it does not take too long, in others it could actually take months.
You ought to be completely satisfied to know you possibly can start receiving site visitors from the primary pages of even Google, in a number of days when you’re employed with someone who knows what they’re doing.
Secret #3: The Web has not Killed Phone book.
How many occasions have you heard “the Phone book are dead, get out of them, etc.”? Here is the truth: Phone book are useless in some markets but alive and effectively in more markets. In surveying painters in almost each market throughout the United States, a few of them get a higher ROI on their Phone book than the Web.
Here’s another shocker: there are numerous markets in this country that still haven’t got enough Web search traffic for professional painting that solely FREE Web marketing pays off.
I’ve seen greater than 50 painting contractors watch their revenue and variety of jobs drop like a rock as a result of they determined to get out of the Telephone book, advice that was virtually deadly and has become costly to fix.
The Internet is extremely relevant and ought to be examined for almost every painter. But, in many markets the Telephone book are nonetheless the primary source of recent jobs, subsequent to referrals.
Essentially the most honest recommendation I can give you is to rigorously take a look at each marketing medium you use and make selections based mostly on what works for you in your market.
Secret #four: In case you have An Internet Connection and may Learn, You possibly can Generate Quite A Little bit of Traffic From The first Pages of Engines like google With out Hiring an Knowledgeable.
In secret #2 I discussed “native maps” and a software called Google Locations. These are at the moment free and you don’t want to rent an agency or advertising and marketing specialist to set these up. Studies have shown these free maps can receive extra site visitors than PPC and natural/organic listings!
If you are not working with an company to handle your Internet advertising and marketing, cease reading this article and set these up immediately. If you are working with an Internet advertising and marketing agency, they need to already have this in the event that they’re any good.
Secret #5: The Internet just isn’t Complicated and Dangerous For Our Needs.
To many the Internet is an is overwhelming and complicated machine. The Web is simply one other advertising medium. It’s identical to Phone book, junk mail, newspaper ads, Television, Radio, and so forth. It is one in every of some ways to draw new prospects.
Do not get overwhelmed and confused. Rent a good, trusted and respected firm to handle it for you and you’ll be able to see reporting that tells you precisely what you’re getting.
Secret #6: The Web is not the end-All, Be-All Advertising and marketing Tactic.
There are lots of Internet advertising corporations that will lead you to imagine that you will not ever need to consider another advertising and marketing strategy or tactic once more. Ouch!
It is onerous to gather really reliable info, however those that spend a fortune on Web advertising and marketing and have extremely good campaigns put together solely appear to tug 30% – 40% of their new clients from the Web. Where do the other 60% – 70% of the brand new clients come from? The common contractor has nearer to 15% of new prospects coming by trendy shirt way of their Web marketing.
An excellent advertising plan should embrace a strong, Internet advertising trendy shirt marketing campaign and a dozen or so offline strategies that drive predictable, reasonably priced and constant new prospects to your online business. Far too many corporations put all their advertising and marketing eggs within the Web marketing basket only to be sorely disillusioned.
Internet advertising and marketing is a strong advertising strategy for many painters throughout the nation. Internet advertising and marketing mixed with progressive offline sales and marketing methods is the profitable mixture. In addition to extra customers, you’ll acquire them at a decrease value and be diversified in your job acquisition strategies so if one quits working, you may still be in good condition.